understanding your owners - amazon s3...jul 13, 2016 · understanding your owners july 13, 2016...
TRANSCRIPT
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Today’s Objectives
Help you understand:
• The segmentation study that was conducted
• How to use the available tools
• How you can apply this study to your owners
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Agenda
• Background:
– Environics Analytics
– The 6 AIF Owner Segments
– PRIZM Segmentation
• The Segmentation Study
• Tools Available Now
• Building Upon This Analysis4
Background
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ENVIRONICS ANALYTICS
Background:
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THE 6 AIF OWNER SEGMENTS
Background:
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How can we leverage existing research and gain new insights?
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Introducing: AIF Owner’s Segments
• 6 Segments based on 2014 primary research study
• Segmented based on behaviours, intentions, vacation patterns, attitudes
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Enthusiasts• Loyal owners, advocates
• Traditional timeshare
• Little interest in modifying portfolio
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
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Explorers• Loyal owners, advocates
• Value flexibility
• Youngest segment (33% millennials)
• Most diverse segment
• Critical of home resorts, frequent transactions
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
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Rookies• Loyal, active owners
• Appreciate flexibility
• New timeshare owners
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
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Nostalgics• Established owners
• Advocate for “what it was” over “what it is”
• Low new purchase levels
• Low engagement
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
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Conventionalists• High timeshare use but critical
of timeshare resorts
• Disappointment in return on investment
• Re-engagement necessary
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
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Critics• Experiencing financial
difficulties
• Critical of timeshare
• Very low recent purchase
• Intent to sell timeshare interests
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
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Life StageYounger Mature
*Size of bubble and % corresponds to the size of the segment in the AIF Owner’s Study
Soci
o-E
con
om
ic S
tatu
sM
idsc
ale
Up
scal
e
18.8%
AIF Enthusiasts
AIF Rookies
25.8%AIF Explorers
17.7%
AIF Conventionalists
14.7%
AIF Critics11.7%
AIF Nostalgics 11.4%
Represents 1,700 respondents aligned to 6 AIF segments
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PRIZM SEGMENTATION
Background:
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20
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DEMOGRAPHICS
$72,000
DEMOGRAPHICS
$82,000
< 35
Years
Middle
Aged
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DEMOGRAPHICS
$72,000
DEMOGRAPHICS
$82,000
< 35
Years
Middle
Aged
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DEMOGRAPHICS
$72,000
< 35
Years
The Segmentation Study
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Objectives of the Study• Increase use of the existing Owner’s Report
research
• Quantify markets of opportunity based on 6 Owner’s segments
• Provide greater detail on behaviours and values of 6 Owner’s segments
• Provide an actionable solution that can be applied by resorts
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AIF PrimaryResearch
DemographicData
TravelSpending
Data
ENTHUSIASTS
CRITICS
CONVENTIONALISTS
Explorers
ROOKIES
Nostalgics
The Alignment Process
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AIF Owner DataAIF Primary
Research
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Pop-Facts: Demographics
EthnicityEducation
Age Income Housing Tenure
Children
DemographicData
Marital Status
Labor Status
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Consumer Buying Power: Travel
Food on tripHotel
Total spending Flight Local Transit
Entertainment
TravelSpending
Data
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AIF PrimaryResearch
DemographicData
TravelSpending
Data
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Non-Target33
Non-Target
ENTHUSIASTS
CRITICSCONVENTIONALISTS
Explorers ROOKIES
Nostalgics
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Non-Target35
Non-Target36
Non-Target
ENTHUSIASTS
CRITICSCONVENTIONALISTS
Explorers
ROOKIESNostalgics
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ROOKIES
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ROOKIES:
PRIMARYRookies: SECONDARY
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Life StageYounger Mature
*Size of bubble and % corresponds to the size of the segment in the AIF Owner’s Study
Soci
o-E
con
om
ic S
tatu
sM
idsc
ale
Up
scal
e
18.8%
AIF Enthusiasts
AIF Rookies
25.8%AIF Explorers
17.7%
AIF Conventionalists
14.7%
AIF Critics11.7%
AIF Nostalgics 11.4%
Represents 1,700 respondents aligned to 6 AIF segments
AIF Segments
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18.8%
Enthusiasts
Rookies
25.8%Explorers
17.7%
Conventionalists
14.7%
Critics11.7%
Nostalgics 11.4%
Life StageYounger Mature
*Size of bubble and % corresponds to the size of the segment in the US market
Soci
o-E
con
om
ic S
tatu
sD
ow
nsc
ale
Up
scal
e
15.0%
Enthusiasts23.9% of Owner’s Study15.0% of Next Gen Study
Enthusiasts - Secondary1.6% of Owner's Study0.7% of Next Gen Study
1.0%
Rookies13.8% of Owner's Study11.5% of Next Gen Study
10.6%
Rookies - Secondary5.9% of Owner's Study
10.9% of Next Gen Study
8.8%
Explorers - Secondary7.5% of Owner's Study
10.2% of Next Gen Study
9.0%
Explorers9.1% of Owner's Study
12.9% of Next Gen Study
7.7%
Conventionalists10.4% of Owner's Study5.7% of Next Gen Study
7.6%
Critics3.4% of Owner's Study
3.3% of Next Gen Study
6.0%
Nostalgics11.0% of Owner's Study10.8% of Next Gen Study
15.1%
PRIZM-Based Segments
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Life StageYounger Mature
*Size of bubble and % corresponds to the size of the segment in the US market
Soci
o-E
con
om
ic S
tatu
sD
ow
nsc
ale
Up
scal
e
15.0%
Enthusiasts23.9% of Owner’s Study15.0% of Next Gen Study
Rookies13.8% of Owner's Study11.5% of Next Gen Study
10.6%
Explorers9.1% of Owner's Study
12.9% of Next Gen Study
7.7%
Conventionalists10.4% of Owner's Study5.7% of Next Gen Study
7.6%
Critics3.4% of Owner's Study
3.3% of Next Gen Study
6.0%
Nostalgics11.0% of Owner's Study10.8% of Next Gen Study
15.1%
Learning More About these segments…
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Travel Spending Per Year
Enthusiasts Explorers Rookies Nostalgics
Total Avg. Travel Spending $4,165 $3,366 $ 3,552 $2,127
Airline Fares on Trips $1,220 $1,039 $ 1,038 $587
Lodging While Out of Town $1,023 $790 $ 869 $556
Out of Town Entertainment Expense
$944 $769 $ 822 $475
Food and Beverages on Trips $583 $457 $ 486 $309
Local Transportation, Out of Town Trips
$176 $144 $ 150 $82
Travel Items, Luggage $117 $94 $ 102 $66
Ship Fares on Trips $88 $62 $ 72 $43
Taxi Fares and Limo Service on Trips
$14 $10 $ 12 $8
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Top Destinations
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ENTHUSIASTS Explorers
Nostalgics
Top Domestic % Pen
Las Vegas 4.3
New York City 3.3
Washington, D.C. 3.0
Chicago 2.8
Los Angeles 2.1
Top Destinations % Pen
Caribbean 8.1
Mexico 7.2
Canada 5.2
Europe 4.6
Bahamas 3.2
Top Domestic % Pen
New York City 9.4
Las Vegas 8.6
Washington, D.C. 5.9
Los Angeles 5.0
Chicago 3.6
Top Destinations % Pen
Caribbean 14.2
Europe 13.3
Mexico 11.5
Canada 11.3
Hawaii 7.5
Top Domestic % Pen
New York City 13.2
Las Vegas 12.1
Los Angeles 10.2
Washington, D.C. 6.5
Mexico 4.4
Top Destinations % Pen
Europe 14.4
Caribbean 13.5
Mexico 13.3
Canada 11.0
Hawaii 8.4
ROOKIES
Top Domestic % Pen
Las Vegas 9.3
New York City 8.8
Washington, D.C. 5.6
Los Angeles 5.5
Chicago 3.7
Top Destinations % Pen
Caribbean 14.0
Mexico 11.9
Europe 11.4
Canada 9.8
Hawaii 6.8
Top Leisure Activities
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ENTHUSIASTS Explorers
Nostalgics
Skiing/Snowboarding
ROOKIES
Yoga/Pilates
BoatingGolf Tennis Tennis Running Soccer
Cycling Yoga/Pilates
Golf Boating Fishing CampingBoating Hunting
Top Magazines
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ENTHUSIASTS Explorers
ROOKIES Nostalgics
Parade79%
People54%
Better H&G43%
Time32%
Consumer Reports
25%
Time32%
National Geographic
31%
Cosmo26%
US Weekly25%
O21%
Parade77%
People53%
Time30%
US Weekly25%
Cosmo22%
Family Circle26.5%
Woman’s Day25%
Reader’s Digest24%
Good House-keeping
25%
Ladies’ Home
Journal22%
Top TV Genres
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ENTHUSIASTS Explorers
Nostalgics
Genre % Pen Index Genre % Pen Index
Movies 63.0 98 Dramas 39.8 106
Comedies 58.2 101 Local news - AM 37.4 97
Sports 46.6 110 Documentaries 36.5 107
Local news - PM 46.4 100 National news 30.5 116
Mystery/crime 40.5 102 Local news - late 22.0 90
Genre % Pen Index Genre % Pen Index
Movies 69.8 109 Science fiction 24.1 112
Comedies 63.6 111 Reality - talent 17.8 108
Sports 44.7 106 Late night talk 17.7 121
Dramas 44.4 118 Music videos 14.7 104
Documentaries 39.9 117 Reality - dating 7.7 122
Genre % Pen Index Genre % Pen Index
Movies 62.3 97 Reality - adventure 18.4 102
Local news - PM 49.9 107 Daytime talk 14.8 104
Local news - AM 40.7 106 Religious 14.5 124
Mystery/crime 40.2 101 Music videos 14.5 102
Game shows 24.8 106 Daytime soaps 10.1 125
ROOKIES
Genre % Pen Index Genre % Pen Index
Movies 65.4 102 Dramas 40.7 108
Comedies 60.8 106 Documentaries 36.7 108
Sports 46.4 110 Local news - AM 36.5 95
Local news - PM 44.0 95 National news 28.2 107
Mystery/crime 40.7 102 Local news - late 22.7 93
Tools Available Now
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AIF Research
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Quantify and Locate Table
• Prioritize markets for:
– Marketing investment
– Event attendance
– Partnership opportunities
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Quantify and Locate Table
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SEE EXCEL SPREADSHEET
Segment Personas
• Better understand your owners and inform marketing decisions:
– Traditional Media Mix
– Digital Strategy
– Partnership opportunities
– Product development
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Segment Personas
SEE Segment PERSONAS
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Target The AIF Segments WITH PRIZM
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PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23
Target The AIF Segments WITH PRIZM
• Target these segments through:
– Digital advertising – segments integrated into DSPs, DMPs, Trading Desks
– Social Media marketing – segments integrated into Facebook
– Email marketing
– Direct mail (unaddressed and addressed)
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PRIZM Premier Segments: 02, 06, 14, 15, 16, 19, 22, 23
Building upon This Analysis
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Learn More about the Segments
• The included personas are summaries – much more data is available
• Learn about additional behaviours – i.e. what types of food and drink do Enthusiasts prefer?
• Expand upon the included categories – i.e. what professional sports do Rookies most like to watch?
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Map it to the Local Level
• Use maps to identify where within specific markets potential exists
• Inform out-of-home campaigns based on neighbourhood segments, or based on transit routes
• Target Adwords campaigns based on ZIPs
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Making It More Relevant for You• EA can analyze YOUR owner data through the lens of
the AIF segments
• Customize the segments to your owners
• Identify the key segments for existing and potential owners based on your data
• Learn which markets your owners are coming from and where opportunities exist
• Measure response to campaigns on a segment-by-segment basis
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Add Map
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In summary
• The 6 owners segments were linked to PRIZM to provide more value to the research
• The tools from the segmentation analysis are available to help you better plan and strategize
• Custom analysis is available using the AIF segments through Environics Analytics
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Questions?
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